Intro to Google Ads: How Does it Work?

PPC (Pay-Per-Click) advertising allows advertisers to only pay when a user clicks on their ad. Marketers can place adverts in the sponsored results portion of a search engine’s results page using this online advertising technique.

Advertisers bid on the perceived value of a click to appear when the proper keywords and audience requirements are matched. The ad appears in the sponsored links section of the results page, and when the ad is clicked, a small fee is collected. As a result, the term Pay-Per-Click was coined.

When deciding on a Pay-Per-Click (PPC) strategy, 80% of businesses use Google Ads. What makes it so successful? The following are some of the advantages that businesses receive through Google’s paid marketing platform:

  • Targeted to your customers: Business owners may ensure that their ads are only seen to potential consumers using Google’s extensive targeting capabilities.
  • Target Specific Devices: Google AdWords now allows businesses to select which devices their ads will display on.
  • Pay Just For Results: Instead of paying for views, AdWords advertisers only pay for ad clicks.
  • Easy Tracking: Google AdWords makes it easy for businesses to track the success of their adverts. This allows you to keep track of how many people view your ad and click on it.

A primer on Google Ads

There will often be more advertising on a standard Google search engine results page than ad space. As a result, Google holds “auctions” for each keyword to choose which ads to show for a particular search query. Thus, when you create an ad, you’re competing with other businesses that have already created ads for the same term and target audience.

Three elements determine whether or not your bid will be accepted:

  • The amount of money you (or your competitors) are willing to spend on a project.
  • A user-experience-based assessment of the quality of your ad and landing page.
  • The connection between your landing page, ad, and keywords.

When Google’s algorithm determines which advertising display, these variables are taken into account.

What to consider when making a Google Ad

Depending on your company’s needs, aims, and industry, the effectiveness of a Google Ads campaign can vary. So here are some questions you should ask yourself:

  • What is the degree of competition for the keywords for which you are bidding?
  • What is the best call to action and ad copy?
  • How much are you willing to invest?
  • What should be on your landing page?

Here’s how to get the most value when it comes to Google Ads:


Choose keywords that are the most meaningful to your company. For example, if your practice is located in Spokane, WA, then “hearing aids spokane” or “spokane hearing specialist” would be a decent place to start. Then, use tools like Google’s Keyword Planner and look at the search forecast in your area to locate more related keywords.

Negative keywords are as important. These are words that you do not want to appear in your advertisement. For example, adding the word “work” as a negative keyword prohibits your ad from showing up in searches for “hearing specialist jobs.” In addition, negative keywords allow you to save money on non-essential clicks.


Consider what the searcher could be looking for and include something relevant in your adverts to persuade them to click. Incorporate the keywords you want to target into your ad copy. This will raise your Quality Score, allowing you to rank your adverts higher while spending less on each click. Finally, make a solid call to action at the end.

The landing page experience

A landing page should be created for each campaign. If you’re promoting hearing consultations and want people to contact you to schedule an appointment, make a landing page for them. Don’t send folks to a general page with information that has nothing to do with the ad. A clear call to action and a means for users to contact you should also be included on this landing page.

What are you waiting for?

Before starting a sponsored search campaign with Google Ads, you must first identify and understand your business goals. Google Ads may be an excellent fit if you want to improve conversions from your website.

If you aren’t ready to manage and optimize your own Google Ads campaigns, consider hiring a digital marketing agency that can set up, manage, and optimize your Ads campaigns, so you get the most bang for your buck. Contact us today to set up an appointment with one of our experts.¬†